How Legislation & Technology Drive the Way Employers Connect

with Jobseekers2012 National Employment Conference

Rehabilitative Services Administration - December 6, 2012

Jolene JefferiesDirectEmployers Association

Vice President Strategic Partnerships

James D. Van Erden, Ph.D.

NASWASenior Policy Advisor

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Agenda Overview

□ About the National Labor Exchange (NLX)

□ Legislation Drives Employers’ Recruitment Practices

□ Technology Drives Jobseeker and Employer Behavior• Search, Social and Mobile Technologies

• The NLX is Creating Solutions to Address these Changing Trends

□ Are State VR Agencies Keeping Up?

□ Call to Action

Agenda

About the NLX

The National Labor Exchange (NLX):What is it? How does it work?

The NLX is an electronic job search labor exchange network created in 2007 through a partnership agreement between DirectEmployers Association (DE) and the National Association of State Workforce Agencies (NASWA).

The NLX gathers currently available and unduplicated job listings from verified employers (both DE members and other employers) and pushes them into state workforce agency job boards and also emails job listings to One-Stop veteran representatives, including multiple .jobs sites, to reach a maximum number of job seekers.  

Regardless of where job seekers discover NLX job openings, they will be returned to the point of origination - either the corporate website or the state workforce agency.

• The NLX began as a response to the U.S. Department of Labor’s discontinuation of America’s Job Bank (AJB) – announced in 2006 and shut down in July 2007.

• Mandatory job listing requirements for Federal Contractors would now be required to be sent to the “appropriate employment service delivery system” rather than the former national AJB portal.

• Practically, this means jobs must reach either: - One Stop Career Centers (Wagner-Peyser funding). This includes outreach to: - Employment Services (ES) staff - Disabled Veterans Outreach Programs (DVOPs) - Local Veterans Employment Representatives (LVERs) - State Workforce Agency Job Banks This is NASWA.

• Large, multi-state businesses needed an automated solution to post job listings to states and to track compliance with mandatory job listings requirements for Section 4212. This is DirectEmployers Association.

Why did the NLX get created?

Ab

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irectE

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A

ssocia

tion DirectEmployers Association, created in October 2001, is a

nonprofit HR consortium of leading global employers formed to improve labor market efficiency through the sharing of best

practices, research and the development of technology.

Founded in 2001 by Employers for Employers; Member-Focused; Not Profit Driven

650+ Member Companies –Fortune 1000 http://www.directemployers.org/about/member-companies/

17 Board Members – Member Companies http://www.directemployers.org/about/board-of-directors/

The US.jobs National Labor Exchange (NLX) is the Association’s Flagship Service

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Mission

To provide employers an employment network that is cost-effective, improves labor market efficiency, and reaches an

ethnically diverse national and international workforce.

Key Partners

National Association of State Workforce Agencies (NASWA)National Association of Colleges and Employers (NACE)

U.S. Department of Labor (USDOL)Facebook Social Jobs Partnership

Ab

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AS

WA A non-profit organization of state administrators of

unemployment insurance laws, employment services, training programs, employment statistics and labor market information.

Throughout its more than 75-year history, NASWA has strengthened the workforce system through information exchange, liaison, and advocacy.

Represents ALL state workforce agencies, including Puerto Rico, DC, and Guam that have each signed NLX participation agreements, making the NLX the “appropriate employment service delivery system” endorsed by NASWA and the states.

US

.job

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(NLX

)

Who is using the NLX?

• ALL states, DC, Puerto & Guam have signed participation agreements

• 47 states uploading jobs; 42 states downloading jobs

• US.jobs provides hosted state job banks to states including CT, NY, NV, Puerto Rico, and Guam. (DC coming soon)

• DE’s members fund the initiative while ALL employers and states can utilize the NLX recruitment functionality at no cost

• About 110,000 employers using the system; NLX contains an

average of one million jobs per day

NLX

Evolu

tion

NLX

Evolu

tion JobCentral or Job Central

110,000 searches / month

Monster.com450,000 searches / month

US Jobs 1,200,000 searches / month

Brand to Behavior

Why did the NLX change its brand from JobCentral to US.jobs?

US.jobs - Powered by the NLX:How It Works

Applicant Tracking System

Non-member Career Sitesindexed/scraped/wrapped

every 24 hours

Member Career Sitesindexed/scraped/wrapped

every 24 hours

Feed of job listings provided to/from participating state job banks

Not for OFCCP 4212 Compliance

Job listings emailed to Wagner-Peyser funded One-Stop Career Centers in all 50 states,

DC, Puerto Rico & Guam

For OFCCP 4212 Compliance

Feed of job listings providedto Syndication Partners

Not for OFCCP 4212 Compliance

OFCCP 4212 COMPLIANCE REPORTING

Federal Government Syndication Partners

* Open to other syndication partners such as the NET

NLX Supports Recruitment & Compliance Needs

Recruitment and

Compliance

• Daily feeds to and from States

• Flexible Format

• Alleviates Multiple Feeds

• Daily Company Index

• Jobs Distributed to 10,000 Sites

• Feeds multiple government portals

•Free to all employers: online automated FCJL job delivery to state job banks

• Additional FCJL Posting Distribution for DirectEmployers Members via:

Daily Email Alerts to Local One-Stops and Vet Reps

• Includes 5-year Audit Trail

• Special Tools for State Workforce Agency Staff

• Advocacy and audit support; includes list of State Contacts for OFCCP open audit issues*

Employer Compliance Reports (For Members Only)*

* For non-members of DE, employers can sign up for “free indexing” on US.jobs for automated posting to state job bank(s), OR manually post at the state job bank for free. For proof of posting, these employers can take a screen print of their job listings from the state job bank.

NLX Reporting Tools for State Workforce Agency Staff

Direct Traffic Analytics & Reporting (For Members & States)

Sites referring candidate traffic to your job opportunities

Heat Map of candidate traffic

Candidate traffic detail broken out by source, job title, occupation, keywords, location, platform

used, etc.

Veteran Syndication PartnersGoing Above and Beyond the Minimum Mandatory Job Listings Requirements

Military Network SitesCASY/National Guard Employment Program

http://casy.msccn.org/Employers/DirectEmployers_Job_Board.html

Honor Guard Network http://www.honorguardnetwork.org/Jobs/DirectJobsDatabase.aspx

Military Spouse Corporate Career Network (MSCCN)

http://www.msccn.org/Employers/DirectEmployers_Job_Board.html

Milicruit http://milicruit.jobs

(DE members’ jobs will display on this site if they are active with an Milicruit event)

My Next Move for Veterans – U.S. DOL/ETA

http://www.mynextmove.org/vets/find/browse?c=0

Access ‘Job Outlook’ and ‘Find Jobs’NYWorks Veterans (New York State Workforce)

http://nyworks-veterans.jobs/

RecruitMilitary http://recruitmilitary.com/Save Our Veterans http://board.jobcentral.com/saveourveteransSDWorks Veterans (South Dakota State Workforce)

http://sdworks-veterans.jobs/

USA Cares http://jobs.usacares.org/VetSuccess.gov – U.S. Dept. of Veteran Affairs

http://vetsuccess.gov/jobs

VetCentral /Local Veteran Employment Representatives & Disabled Veteran Outreach Program Representatives (LVERS & DVOP’s)

Jobs are emailed by geographic location, consult your OFCCP Compliance Reporting Tool in your Member Desktop

Jobs also appear on VetCentral search engine

http://vetcentral.us.jobs/vet_index.asp?stype=mocUS.jobs Veterans http://veterans.jobsVeteran's Enterprise http://www.veteransenterprise.com/index.php/career-opportunities

WorkInIowa Veterans (Iowa State Workforce)

http://workiniowa-veterans.jobs

WorkInOregon Veterans (Oregon State Workforce)

http://workinoregon-veterans.jobs/

WorkInTexas Veterans (Texas State Workforce)

http://workintexas-veterans.job

Disability Syndication PartnersGoing Above and Beyond the Minimum Mandatory Job Listings Requirements

Disability SitesDisaboom http://www.disaboomjobs.com/?iadid=ft_dsbo

Land A Job http://jobs.landajob.org/

Think Beyond The Label http://www.thinkbeyondthelabel.com/Job-Board/Job-Board.aspx

VetCentral – Disabled Veteran Outreach Program Representatives (DVOPs)

Jobs are emailed by geographic location, consult your Compliance Reporting Tool in your Member Desktop. Jobs also appear on VetCentral search engine athttp://vetcentral.us.jobs/vet_index.asp?stype=moc

US.jobs Disability http://disability.jobs

Work In Iowa Disability (Iowa State Workforce)

http://workiniowa-disability.jobs

VetSuccess.gov – U.S. Dept. of Veteran Affairs

http://vetsuccess.gov/jobsWhile all veterans are targeted through this site, it has a special focus on disabled veterans.

Social Jobs Partnershipwww.facebook.com/socialjobs

•Conduct in-depth survey research

•Develop and launch a central page

•Distribute educational materials

•Read more about SJP at:http://www.directemployers.org/2012/11/14/directemployers-association-and-naswa-join-the-social-jobs-partnership-in-launching-facebook-app-for-job-seekers/

www.facebook.com/socialjobs

SJP Jobs App

Part

ners

hip

sPartnerships• Major Job Search Engines

• Diversity Sites

• Disability Sites

• Military Sites

• Veteran Sites

• College Alumni Sites

Global Partners

• JobRapido• Recruit.net• Simply Hired• Eluta.ca

For a complete list of partner sites, please visit: http://de.nlx.org/pdfs/JobAlliancesList.pdf

Over 3,000 sites access jobs on US.jobs

•First Private & Public Partnership of It’s Kind

•Allows Companies to Partner Directly w/ the Government

•Companies Have the Jobs & States Have the Infrastructure

•DE Provides the Technology to Weave it All Together

Legislative Drivers

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OVERVIEW OF GENERAL EMPLOYMENT LAWS

Equal Employment OpportunityLaws that prohibit discrimination in

employment based on age, disability, national

origin, pregnancy, race, color, religion, gender, and sexual

harassment.

Affirmative Action

Positive steps taken to increase the

representation of women, minorities,

veterans and persons with disabilities in

areas of employment, education, and

business from which they have been

historically excluded.

DiversityThe understanding

that each individual is unique-- initiatives

move beyond simple tolerance to

embracing and celebrating the rich

dimensions of diversity contained within each

individual.

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Old Front Door

New Front Door

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RECENT DEVELOPMENTS SPECIFIC TO HIRING VETERANS

Notice of Proposed Rulemaking for Section 4212 (VEVRAA) – released April 2011

• RESOURCES:

For a copy of the Proposed Regulations as published in the Federal Register, go to: http://edocket.access.gpo.gov/2011/pdf/2011-8693.pdf

Proposed Regulations by OFCCP Seek to Advance Employment Protections for Veteranshttp://www.directemployers.org/2011/06/07/proposed-regulations-by-ofccp-seek-to-advance-employment-protections-for-veterans/

DirectEmployers Association Responds to OFCCP’s Proposed Regulations for Veteranshttp://www.directemployers.org/2011/07/22/directemployers-association-responds/

This blog post includes links to the comment letters from both DirectEmployers Association and the National Association of State Workforce Agencies. View other comment letters at www.regulations.gov

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RECENT DEVELOPMENTS SPECIFIC TOHIRING INDIVIDUALS WITH DISABILITIES

Notice of Proposed Rulemaking for Section 503 (Rehabilitation Act) –

released December 2011

• RESOURCES:

For a copy of the Proposed Regulations as published in the Federal Register, go to: http://www.gpo.gov/fdsys/pkg/FR-2011-12-09/pdf/2011-31371.pdf

Proposed Regulations from OFCCP for Individuals With Disabilities Mean Enormous Changes Ahead for Employershttp://www.directemployers.org/2012/02/08/proposed-regulations-for-individuals-with-disabilities-mean-enormous-changes-ahead-for-employers/

DirectEmployers Association Responds to OFCCP’s Proposed Regulations for Individuals With Disabilitieshttp://www.directemployers.org/2012/02/24/directemployers-association-responds-to-ofccps-proposed-regulations-for-individuals-with-disabilities/

This blog post includes links to the comment letters from both DirectEmployers Association and the National Association of State Workforce Agencies. View other comment letters at www.regulations.gov

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sBrief Review of Key Requirements of Proposed Regulations for §503

Among other things, federal contractors would be required to:

Establish a standard 7% utilization goal for each job group; evaluate utilization of individuals with disabilities in each job group annually; job groups not meeting the 7% goal require specific measures to address the disparity

3 self-id requirements:1. New pre-offer requirement2. Existing post-offer requirement3. New anonymous resurvey requirement

Develop and implement a prescribed reasonable accommodation process

Annual review of personnel processes includes:1. Identifying vacancies and training programs for applicants and employees

with disabilities2. Documenting reasons for rejecting these individuals for same3. Describing the nature and type of accommodations for individuals with

disabilities selected for hire, promotion or training programs4. Recording reasons for personnel actions and make them available to

individuals

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sBrief Review of Key Requirements of Proposed Regulations for §503

Contractors must consider qualified individuals with disabilities for opportunities for which he or she has not applied

Design and implement an audit reporting system

Annual review of physical and mental job qualification standards and reasons why such requirements are job-related

Mandatory job listings with One-Stop nearest to contractor’s facility in manner and format required by the One-Stop

Mandatory (not permissive) outreach; must engage in 3 mandatory linkage agreements with specific linkage sources (at a local level) per contractor establishment; maintain agreements for 5 years. Linkage sources include State VRs or a local employment network AND at least one of the following: the employment One-Stop (among other options). Contractors must also document referrals from these partners.

Annual review and report of outreach effectiveness includes 10 quantitative measurements for referrals, applicants, and hires for current year and 2 previous years; must maintain such records for 5 years; if the outreach is determined to be ineffective, contractor must implement alternative efforts

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sPerspective of DirectEmployers and the RRCC*

DE’s Concluding Comments:

• OFCCP should build their understanding of the role of State Workforce Agencies in how they assist contractors in the employment of individuals with disabilities;

• Working with various employer groups, OFCCP should seek to better understand the barriers currently facing employers and individuals with disabilities;

• Working with employers, the EEOC, US Census Bureau, BLS, ODEP and other disability experts, develop a national set of labor-related data to correlate standardized occupation, industry, and geographic classification codes consistent with other reported federal labor, employment, economic and census data.

* RRCC - Recruitment Regulatory Compliance Committee of DirectEmployers Association

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sPerspective of NASWA and the States

NASWA’s Concluding Comments:

• The NPRM should clearly say the state workforce system will not be required to provide verification information on referrals;

• The OFCCP should instead consider having contractors report on applications received from state workforce systems;

• Employers who use appropriate automated analytics platforms can view the origination point of job seekers provided they apply for a position.

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Predictions for the Proposed RegulationsPredictions by John C. Fox, Esq. of Fox, Wang & Morgan, PC:November 2012

What the Obama Re-Election Means For OFCCP"You're going to need a bigger boat"http://www.localjobnetwork.com/a/6598

• “The OFCCP’s ambitious regulatory agenda will now be delayed and OFCCP will have to “trim sail” on all of its controversial proposal the numerous regulatory proposals include. … However, OFCCP should be able to get all its proposals to final, in some modified form, in the next four years.”

• The OFCCP may “bifurcate the proposals and pass now the portions which are not controversial.”

In any case, it’s wise to conduct a gap analysis and be prepared for what could come as early as next year and/or as late as 2018.

Technology Drivers

Three Factors Driving NLX Change Means Disability Providers Must Also Change with Employers to be a Valued Partner

1. Changing Online Jobseeker Behavior2. Emergence of Social Media3. Emergence of Mobile Technology Use

Technology Powers Talent Acquisition

SO WHERE ARE JOB SEEKERS SEARCHING FOR

EMPLOYMENT?

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ok?

Use of Search Engines is on the rise while use of major job boards is on the decline.

*Source – Experian Hitwise

Search Engine76%

Job Boards23%

owns 65-70% of the search engine market share

Job seekers today are different …

There are 338 million searches for the word

“jobs” globally each month.

SO WHY IS SOCIAL & MOBILE SO IMPORTANT IN

THE JOB SEEKING PROCESS?

• Over 60% of the world’s population owns a mobile device? That’s 4+ BILLION!

• It is projected that in 2012, the number of mobile devices will outnumber the

world’s population?

• That mobile internet usage will overtake desktop internet usage within two years?

• That content not easily viewed on smartphones can have a negative impact on

mobile SEO?

Mob

ile &

Socia

l S

tati

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cs • 80% of major US brands will be using mobile

marketing

• Smartphone users are predicted to reach over 60 million

Source: Digital Marketing Budgets, Garious

• Nearly 3 times more email accounts as there will be Facebook & Twitter accounts

combined

Source: The Value of Email, Smarter Tools

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Think about the internet years ago…

Daily activity for email : 188 billion messages

Twitter: 140 million tweetsFacebook: 60 million updates

Now relate this to where the internet is going!

WHAT IS “SEO” ANDWHY DOES IT MATTER?

Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in a search engine’s "natural" or un-paid (“organic" or "algorithmic") search results. SEO Objectives

Discoverable

Indexable

Coverage Rank Tracka

ble

• Are all a site’s pages discoverable by Google?• Once discovered, are the URL’s indexable and unique?

• Once indexed, is there proper coverage of the appropriate keywords?

• How well do the respective pages rank?• Are your users trackable in a friendly way?

Pay-per-click (PPC)

Organic

.Jobs

.Jobs

SEM

SEO

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• 70% of the links search users click on are ORGANIC

• 70-80% of users ignore the paid ads, focusing on the ORGANIC RESULTS

• 75% of users never scroll past the first page of search results

“FREE RESULTS”

Source: Search Engine Journal

SEO

Form

ula

SEO Formula

Make the pages of your website discoverable by Google…

When SEO is done correctly, YOU become MAGNIFIED to the job seeker!

NLX is Creating Solutions to Address

Employer & Jobseeker Needs

Tech

nolo

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trate

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att

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Brand Locations Occupations Terms Combinations

110,000 Monthly Searches

40,500 Monthly Searches

DOT JOBS:

Highly Search Engine Optimized

Dynamic Footprint

Custom faceted

Analytics Equipped

Easy to add creative

Social-Sharing

Search Technology

WorkInTexas-

Veterans.Jobs

http://workiniowa-disability.jobs

http://ihg-disability.jobs

60

IHG-Disability.jobs Early Results

Visits 272

Conversions 25

61

IHG’s Organic Traffic

62

IHG’s Organic Traffic

MICROSITES MAKE A DIFFERENCE & HELP

TARGET DIVERSE CANDIDATES

RESULTS IN STATE OF TEXAS

• Pages Indexed = 560,000 ( 30,891%)⇧

• Impressions= 4,327,000 ( 13,900%)⇧

• Visits = 256,139 ( 19,032%)⇧

• Conversions = 40,378 ( 474,600%) ⇧

MicrositeStatisticsMonth Pages Indexed Impressions Visits Conversions CTRJul-11 1,807 2,000 149 1 0.7%

Aug-11 2,098 5,000 172 24 14.0%Sep-11 7,190 75,000 1,713 405 23.6%Oct-11 20,660 170,000 4,678 904 19.3%Nov-11 33,200 260,000 5,235 741 14.2%Dec-11 61,300 260,000 5,476 821 15.0%Jan-12 106,600 300,000 14,077 2,263 16.1%Feb-12 204,000 275,000 18,049 2,334 12.9%Mar-12 252,000 310,000 19,984 3,057 15.3%Apr-12 314,000 340,000 20,067 2,777 13.8%May-12 300,100 450,000 27,251 4,108 15.1%Jun-12 580,000 420,000 26,684 4,138 15.5%Jul-12 536,000 390,000 28,015 4,493 16.0%

Aug-12 482,000 420,000 29,497 5,027 17.0%Sep-12 453,000 370,000 26,585 4,538 17.1%Oct-12 560,000 280,000 28,507 4,747 16.7%

• Texas• New York• Iowa• Oregon• South Dakota

State Workforce AgenciesWith Microsites

• Arizona• Connecticut• Illinois• Kansas• Massachusetts• Minnesota• Nevada• Utah

State Workforce Agencies In Process to Get Microsites

Our plan is to better understand job seeker behavior so we can continue to meet them on their terms.

WORKING TOGETHER:

HOW THE NLX IS CONNECTING JOBSEEKERS & EMPLOYMENT SERVICE

PROVIDERS TO EMPLOYERS

3-Tier Disability Outreach & Employment PartnershipBuilding a National-to-Local Level Strategy

Tier IJob Delivery

Tier IIDiversity & Disability

Education

Tier IIIDisability Outreach

Consulting

With NASWA, expand the NLX partnership network and syndication pipelines to integrate disability-related advocacy organizations, niche job boards, and related resources into the NLX.

Provide all employers an opportunity to create a more inclusive workplace by ensuring employer’s job openings reach more job seekers with disabilities.

Invite partners to include:

• RSA• CSAVR / State VRs• USDOL/ETA• ODEP / EARN / JAN• USBLN• NILG• Career Opportunities for Students

with Disabilities (COSD)• NGO’s & Other Disability Providers

Educate employers and disability-related advocacy organizations to increase understanding between stakeholders— employers, partners and disability-related advocacy organizations—to create networking opportunities and community resource linkages, improve knowledge of and access to the disability provider system, resources and candidates, and communicate employers’ compliance requirements and needs. 

Invite partners to include:

• Same as Tier I

Provide employers with resources, tools and partnership contacts to identify and refer disability experts to employers for additional consulting and education services. 

Partners may offer technical assistance to help create systems to more efficiently recruit, screen, hire, train, support, and promote employees with disabilities.

Current partners include:

• National Organization on Disability (NOD)

• APSE• C5 Consulting LLC• Think Beyond the Label• Expand with add’l partners

Are State VR Agencies Keeping

Up?

How well is your State VR Agency responding to these legislative and technology drivers to better serve jobseekers and employers so more individuals with disabilities can get hired?

The NLX can help State VR Agenciesrespond to these changes with success, at no cost to the federal government or to the State VRs.

HOW?

Call to Action – Please Join our Partnership!

3-Tier Disability Outreach & Employment PartnershipBuilding a National-to-Local Level Strategy

Tier IJob Delivery

Tier IIDiversity & Disability

Education

Tier IIIDisability Outreach

Consulting

GOAL:Integrate disability partners into the NLX for job syndication

PROPOSED NEXT STEPS:-Determine and establish a core disability committee that would advise the DEI, link to NLX Ops Committee and help direct 3-Tier program (e.g., ETA, ODEP, RSA, EARN, NOD, APSE, CSAVR, USBLN)

-Priority is to offer a free job feed to State VRs either directly or through RSA, and/or by partnering with and supporting the operation of CSAVR’s National Employment Team (NET), similar to how the NLX supports NASWA and the State Workforce Agencies

-Job delivery to federal disability-related employment sites; offer free indexing to employers on partner sites

-Identify, prioritize and invite other disability partners, providers and disability websites to join the .jobs syndication network

GOAL:Increase access to educational resources and networking opportunities to both employers and disability providers

PROPOSED NEXT STEPS:-Identify providers to partner with to educate DE members and employers on the disability provider system, resources for employers, etc. (e.g., EARN and others)

-Engage in the disability provider community/conferences and State Workforce Agencies to educate them about employers’ and States’ needs

GOAL:Refer employers to partners able to provide consulting and other technical services to business as needed

PROPOSED NEXT STEPS:-Identify consultants to partner with to refer DE members and employers to for additional services

-Develop an employer disability toolkit to include a partner resource guide, RFP templates, and other helpful resources

Conclusion

Seeking to deepen the understanding with the disability providers on how and why the NLX works very effectively through an extensive public-private partnership network;

Employers and State Workforce Agencies desire to develop meaningful relationships and programs with the State VRs to improve the employment outcomes of individuals with disabilities;

Provide advocacy and support to DE Members and all employers during compliance audits to assist them in meeting their recruitment, compliance and reporting needs.

Jim Van Erden, Ph.D., NASWASenior Policy Advisor202-434-8027jvanerden@naswa.org

Pam Gerassimides, NASWAAssistant Executive Director / NLX Director202-434-8026pgerassimides@naswa.org

Jolene Jefferies, DirectEmployers AssociationVP Strategic Partnerships / NLX Director317-874-9026jolene@directemployers.org

Questions